Programmatic Boosts Digital Out-of-Home During COVID

quotIt is invigorating to see that programmatic DOOH digital OOH has emerged as the superpower of OOH advertisingquot said Barry Frey President and CEO of the trade organization DPAA quotFrom the first days of the pandemic programmatic trading demonstrated the needed agility and flexibility of the DOOH mediumquotResults in 2021 look bright across the industry quoteMarketer has been charting the aggressive programmatic DOOH growth in the US and projects 2021 at 435 million almost doubling previous yearsquot noted Frey quotMany in the industry believe the figure will far surpass these estimatesquotIntersection an outofhome company with a footprint in 18 cities and around 6000 screens has experienced significant growth in their programmatic offering quotOur advantage is that we have premium large format streetfacing and transit media that reaches audiences across their daily journeyquot said Sheri Ham Intersection39s Vice President of Programmatic Partnerships and Sales quotWe help brands target their audience and offer measurement tools to help them understand their business outcomesquotFrey sees a big reason why the rise of programmatic occurred during the pandemic quotThe industry was able to pause push and easily move schedules to where desired audiences existed during COVIDquot he explained quotNow that people are coming back out of home again the dynamic capabilities to target and indicate attribution are driving OOH advertising to larger portions of the omnichannel media mix Programmatic is driving digital mobile video location and other budgets to OOH on a global basisquotThe COVID crisis accelerated the OOH programmatic trend because the foundation was already in place Clients realized quotthe flexibility that programmatic affords and the advancements related to campaign planning execution and measurementquot Ham saidShe noted that quotagencies have had shorter planning cycles and as a result are turning to the flexibility of programmatic to help them in their planning efforts and to get campaigns activated in a shorter timeframe than they39ve had in the pastquot Even though COVID has not disappeared OOH has become more attractive because more people are spending time in physical spacesquot she addedDespite the advancements OOH has had its share of skeptics quotThere39s a perception that there is a lack of ROI in the outofhome channelquot Ham said quotThe reality is that there have been improvements across the board for measurement and attribution and that those solutions are now available to brandsquotHam is very optimistic about the future of programmatic DOOH quotWe will continue to see expansion across the channelquot she said quotThere will be more tools available for showing buyers how to precisely reach their target audiencequotFor the industry quotthe measurement tools will continue to advance over the next few years and we will also see continued expansion and collaboration between outofhome and digital teamsquot Ham concluded quotThere39s an exciting opportunity for TV and video budgets to shift as the industry continues to build out mixed model attribution and measurement toolsquotClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Programmatic Boosts Digital Out-of-Home During COVID

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Charlene Weisler

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